{"id":8907,"date":"2020-10-28T18:31:46","date_gmt":"2020-10-28T18:31:46","guid":{"rendered":"https:\/\/www.eudonet.com\/scripting-your-emails-how-does-it-work\/"},"modified":"2026-02-05T08:47:45","modified_gmt":"2026-02-05T08:47:45","slug":"scripting-your-emails-how-does-it-work","status":"publish","type":"post","link":"https:\/\/www.eudonet.com\/en\/resources\/blog\/scripting-your-emails-how-does-it-work\/","title":{"rendered":"Scripting your emails: how does it work?"},"content":{"rendered":"\n<div class=\"wp-block-lord-blocks-highlight wp-block--highlight\">\n<p class=\"wp-block-paragraph\"><strong>In summary<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Designing effective email scenarios is one of the smartest ways to attract, engage, and retain members while saving valuable time. An email scenario is a <strong>structured storytelling sequence<\/strong> where your contact becomes the hero, and their reactions determine what happens next.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By anticipating different behaviors (opening, clicking, ignoring), you can <strong>automatically send the right message at the right time<\/strong> through marketing automation. This keeps your communication relevant, strengthens loyalty, and reduces the cost of reacquisition.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Start simple with a welcome email, follow-up, and reminder, and build more sophisticated journeys as you master the process. Always base your scenarios on an <strong>up-to-date database<\/strong> to ensure your messages reach the right audience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With <strong>Eudonet CRM<\/strong>, you can create, automate, and track your campaigns directly within your platform. The integrated email editor lets you design templates, schedule sequences, and trigger personalised responses based on your members\u2019 actions.<\/p>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>If your job in membership requires you to recruit new members or help with membership retention, it is important to communicate with your contacts in the correct manner. For both recruitment and retention, scripting your emails can be a real time saver in the medium and long term. But do you know how to go about it?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our previously published white paper will give you all the information that you need regarding emailing best practices as well as how to segment your member base, understand the fundamentals of GDPR, and know how to handle the marketing pressure. Now is the time to put it all into practice.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-an-emailing-scenario\">What is an emailing scenario?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As the name suggests, the email scenario is a story you make up in where the recipient of your email is the hero. As an author, you have a plan and purpose for them.<br>The \u201cdifficulty\u201d of this exercise lies in the fact that the hero of your story will make decisions beyond your control, which will influence the narrative world around them. It is therefore essential to imagine the different behaviours and possible reactions of your recipient in order to direct the correct mailings to them.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-are-the-advantages-of-the-emailing-scenario\">What are the advantages of the emailing scenario?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A concept unique to\u00a0<a href=\"\/en\/resources\/blog\/marketing-automation-and-your-crm-two-complementary-tools\/\">marketing automation<\/a>, creating these different scenarios can seem like a tedious task. But only at first glance, since it allows you to gain efficiency in the long run. You stay one step ahead of your contact and stay in control of the relationship you have with them.<br>Like the film industry, the chances of bringing the viewer back to the cinema to see a sequel are greater if the original film was popular. Each email scenario can be seen as a strategy specific to each reaction of your recipients. Well-developed email campaigns will allow you to limit the lapsing of your members. You therefore increase the chances of loyalty and, above all, reduce re-acquisition costs.<br>From your email editor, you need to be able to program different scenarios so that marketing automation takes on its full meaning by automatically sending emails.<br>We would like to draw your attention to the need to have your database up to date or there is the risk of sending emails in the scenario that are not suited to the correct contacts.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-develop-an-emailing-scenario\">How to develop an emailing scenario?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Like \u201cBandersnatch\u201d of the Black Mirror series, each decision will take the central character to a different road, crossing another one, then another, in a labyrinth creating a multitude of realities. The image is exaggerated, but the idea of the script work is there. You have to imagine a story where everything is possible, simultaneously.<br>In order to familiarise yourself with the technique, start with simple templates for each type of email communication with your members. Proceed by answering \u201cyes\u201d and \u201cno,\u201d which will give you a good base. You can become more complex once you are comfortable with the technique.<br>Reminder: your goal is to take the member\/contact where you want them to be. It is therefore essential to think of all the situations to create all the possible scenarios. If it deviates from the ideal route, your scenarios should be able to bring them back to the right path. Unfortunately, this is not always the case.<br>In developing your more in-depth scenarios, consider creating differentiated cycles according to behavior. This will allow you to create more personalised messages that will be sent at the right time.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"700\" height=\"550\" src=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2020\/10\/schema-scripting-your-email.png\" alt=\"\" class=\"wp-image-8968\" srcset=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2020\/10\/schema-scripting-your-email.png 700w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2020\/10\/schema-scripting-your-email-300x236.png 300w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2020\/10\/schema-scripting-your-email-480x377.png 480w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2020\/10\/schema-scripting-your-email-320x251.png 320w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2020\/10\/schema-scripting-your-email-160x126.png 160w, https:\/\/www.eudonet.com\/wp-content\/uploads\/2020\/10\/schema-scripting-your-email-80x63.png 80w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-types-of-emails-for-my-members\">What types of emails for my members?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Initially, it is a simple contact. A person who is interested in your association.<br>Very quickly, you send them a new email to welcome them to your association\u2019s community. You instill a sense of belonging to a somewhat special group that takes care of others. Do you take the time to give them your association\u2019s news, sharing with them the benefits of being a member of the association? They decide to join your Association so your emails can take on a different meaning.<br>You send emails talking a little bit about everything; however, thanks to the tracking links, you are able to find out which topics are of most interest to them. The next few emails that you send will be able to talk in more detail about the subjects that interest them.<br>It is a story, as many associations know. But this is one story among many. We started here with a simple contact showing an interest in your association. We could have written another one based on the Event attendees, on KPI scores. Likewise, we can write a story based on the \u201cnon-openers\u201d or \u201copeners without actions\u201d profiles. The important thing here is to choose your own starting points in order to create the narrative mechanics that will bring you closer to your contacts.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-eudonet-crm-supports-you-in-your-scenarios\">Eudonet CRM supports you in your scenarios<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">With Eudonet CRM, your email marketing tool comes as standard out of the box! Thanks to its powerful email editor, Eudonet CRM allows you to benefit from all the power of marketing automation. Create your email templates, schedule your sending, and set automatic responses and reminders according to the criteria of your choice to more effectively reach your targets.<br>Eudonet CRM<br>Want more advice on how to run an optimal email campaign? Download our white paper .<br>Dedicated to the membership professions, Eudonet\u2019s CRM integrates your business processes to make you more efficient. Discover all the features that already help more than 300 NFPS around the world by requesting a demo<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If your job in membership requires you to recruit new members or help with membership retention, it is important to communicate with your contacts in the correct manner. For both recruitment and retention, scripting your emails can be a real time saver in the medium and long term. But do you know how to go [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":27860,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"","_yoast_wpseo_title":"Scripting Your Emails: How Does it Work? | Eudonet","_yoast_wpseo_metadesc":"With Eudonet, learn how you can create, automate, and track your campaigns for personalised messages based on your members\u2019 actions.","footnotes":""},"tags":[],"sectors":[78],"solutions":[96],"class_list":["post-8907","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":{"article_suptitle":"","article_short_desc":"For both recruitment and retention of members, scripting your emails can be a real time saver in the medium and long term. But do you know how to go about it ?","article_caption":"","article_related":[9441,6111,8887],"author_name":"Jochem RUPERT","author_link":"https:\/\/www.linkedin.com\/in\/jochem-rupert\/","author_photo":24403,"author_bio":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.3 (Yoast SEO v26.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Scripting Your Emails: How Does it Work? | Eudonet<\/title>\n<meta name=\"description\" content=\"With Eudonet, learn how you can create, automate, and track your campaigns for personalised messages based on your members\u2019 actions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eudonet.com\/en\/resources\/blog\/scripting-your-emails-how-does-it-work\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Scripting your emails: how does it work?\" \/>\n<meta property=\"og:description\" content=\"With Eudonet, learn how you can create, automate, and track your campaigns for personalised messages based on your members\u2019 actions.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eudonet.com\/en\/resources\/blog\/scripting-your-emails-how-does-it-work\/\" \/>\n<meta property=\"og:site_name\" content=\"Eudonet\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-28T18:31:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-05T08:47:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.eudonet.com\/wp-content\/uploads\/2025\/09\/001-general-blog-3.png\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"525\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Willy Bellony\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Willy Bellony\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.eudonet.com\/en\/resources\/blog\/scripting-your-emails-how-does-it-work\/\",\"url\":\"https:\/\/www.eudonet.com\/en\/resources\/blog\/scripting-your-emails-how-does-it-work\/\",\"name\":\"Scripting Your Emails: How Does it Work? 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